About
This branding project is my thesis for my Master's of Fine Arts Media Design degree.
I had to develop an entire brand for a fictional ECHL team located in Las Vegas.
Link to the Thesis Presentation Website for more in-depth information.
Software Used
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe After Effects
Procreate
Vision Board
The Problem
The Sin City Stingers aim to address the challenge of building a loyal fan base by fostering a strong sense of community and belonging, thereby fulfilling the audience’s need for affiliation through shared experiences. This method enhances engagement, transforming casual viewers into passionate supporters.
Brand Playbook
Logo Development
Target Audience
Sports fans who are:
Community-oriented - The fans want to support their community and team they love with like-minded people.
Entertainment - New and old fans will be watching an entertaining sport.
Belonging - Hockey is for everyone, so everyone will feel a sense of belonging
Brand Values
Unity, Community, and Victory.
Brand Voice
To focus on unity, the brand voice should incorporate action words that convey feelings of unity, such as togetherness and collaboration.
The brand voice should aim to be:
Friendly, approachable, warm, and welcoming. This covers the community value.
For victory, empowering, bold, and fearless-driven words should be used.
The brand voice should aim to be:
Friendly, approachable, warm, and welcoming. This covers the community value.
For victory, empowering, bold, and fearless-driven words should be used.
